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    Metropolis Touring logoEntertainment / Live Events

    Metropolis Touring

    Selling Out Shows Faster: Meta Ads That Move Tickets at Scale

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    Metropolis Touring case study hero image - Selling Out Shows Faster: Meta Ads That Move Tickets at Scale

    Metropolis Touring is one of Australia's most prominent live music promoters, responsible for bringing international and local artists to audiences across the country. With multiple major tours running simultaneously — from intimate venue shows to arena events — the pressure to convert Facebook and Instagram impressions into actual ticket sales is immense, and every dollar of ad spend must perform.

    Metropolis Touring engaged Australian Internet Advertising in March 2025 to take full ownership of their Meta advertising strategy. The challenge was significant: managing concurrent campaigns for different artists and venues, each with unique audiences, ticket price points, urgency windows, and creative requirements — all while driving down the cost per ticket purchased.

    AIA's approach centred on disciplined campaign architecture, data-led creative testing, and continuous optimisation of bidding strategy. Within months of taking over, the cost per ticket purchase was trending consistently downward as AIA identified the highest-performing ad formats, audience segments, and creative angles for each type of show.

    +~45%

    Reduction in Cost Per Ticket Purchase

    +$48K

    Monthly Ad Spend Managed

    +Multi

    Concurrent Tour Campaigns

    +Mar 2025

    Partnership Commenced

    Platforms Used

    • •Facebook Ads
    • •Instagram Ads
    • •Meta Business Suite
    • •Meta Pixel
    • •Meta Advantage+

    Services Outline

    • •Meta Ads Strategy — full account architecture and campaign management
    • •Campaign Architecture — independent structures per artist, venue and date
    • •Creative Testing — static, motion graphics, video and urgency-led formats
    • •Audience Targeting — genre affinity, ticket purchase behaviour and lookalike modelling
    • •Weekly Reporting — ad-level cost per purchase tracking across all campaigns
    Metropolis Touring screenshot 1

    The Challenges

    1.Simultaneous management of multiple live tour campaigns — each promoting different artists, venues, dates, and ticket prices — requiring independent creative, audience, and budget strategies.
    2.Ticket purchases are time-sensitive: the window between campaign launch and show sellout can be weeks, meaning there is no room for slow optimisation cycles.
    3.Highly diverse audience segments — from rock fans to pop audiences to jazz enthusiasts — each requiring distinct creative approaches, copy tones, and targeting parameters.
    4.The entertainment advertising environment is highly competitive, with multiple promoters bidding for the same audience attention simultaneously, driving up CPMs.
    5.Cost per purchase needed to be tracked at individual ad level across a large and constantly rotating creative library, requiring rigorous reporting infrastructure.

    Our Solution

    AIA built a structured campaign architecture that allowed Metropolis Touring's diverse tour portfolio to be managed efficiently from a single Meta account.

    Campaign Architecture

    • •Each touring act received dedicated campaign and ad set structures with audience segmentation based on genre affinity, past ticket purchase behaviour, and lookalike modelling from existing customer data.
    • •Weekly performance reporting tracked every ad's cost per purchase, allowing rapid reallocation of budget towards top performers.

    Creative Testing

    • •Creative testing was implemented as a systematic process — static imagery, motion graphics, video clips, and presale-specific creative were all tested head-to-head.
    • •AIA's analysis consistently found that motion-based creative and urgency messaging outperformed standard promotional imagery. These insights were applied across all campaigns.

    Optimisation Results

    • •By combining tight audience targeting, a rotation of proven creative formats, and Meta's Advantage+ optimisation tools, AIA reduced the average cost per ticket purchase by approximately 45% — from early campaign averages of $40-$60 per purchase down to consistent performances of $17-$26 per purchase for top-performing ad sets.
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